If a marketer’s strategic focus is brand building rather than sales activation, there are a number of very experienced firms that are measuring podcast advertising impact on brand equity measures. Here are a few examples from Signal Hill Insights.
Westwood One partnered with LeadsRx, a marketing attribution platform that measures website visitor traffic increases after consumers are exposed to advertising, to study online behavior for a major jewelry retailer during their recent national AM/FM radio campaign.
To quantify AM/FM radio’s effectiveness in the eyewear retailer category, CUMULUS MEDIA | Westwood One commissioned a brand effect study with MARU/Matchbox. Nielsen was also retained to conduct a commercial audience reach analysis of the eyeglass retailer's TV and AM/FM radio campaigns. Here are the results.
For the first time, we’ve tested podcast ads through a partnership with Advertising Benchmark Index (ABX), a creative testing service that evaluates every type of brand creative across all media. Here's what we found.